High-Performing TV Ads Use Humor, Bright Visuals, and Familiar Faces

Abstract

• A new report found newer brands can compete with established brands by using innovative and creative concepts in their TV ads.
• The report emphasizes the importance of crafting TV ads that resonate with viewers, which requires marketers to consider industry norms and consumer expectations.
• High-performing TV ads tend to incorporate humor, eye-catching visuals, familiar faces, music that appeals to a broad audience, and themes relevant to current events.
• The most successful TV ads encourage viewers to engage with the brand soon after seeing the ad, leading to increased sales.

In today’s fragmented TV landscape, it’s more important than ever to understand what makes an ad resonate with viewers. A new report from EDO recently explored exactly that: the features that can make or break an ad’s success. They found that new brands with innovative creativity can compete with established companies, as seen with Magic Spoon’s “Tastiest Revolution” ad, which outperformed the Food and Beverage category average by an impressive 1,633%.?

But what elements in particular should marketers be looking to employ in their own ads? The study points to several creative tactics, including the use of bright, striking colors; humor; catchy music; and celebrity appearances. Brands can also enhance their TV ad effectiveness by focusing on themes relevant to current events (in other words, by paying attention to pop culture). Ultimately, the key to these top ads is their ability to prompt immediate consumer action — such as increased search activity, website visits, and app downloads — as immediate engagement is a strong predictor of future sales growth.?

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